The Complete Guide To Web Content Accessibility (+ 10 Best Practices)
Lauren Mathews
GatherContent Contributor, Writer
In the digital age, equal access to online content is critical. Today, we conduct a large part of our daily lives online—such as paying bills, scheduling doctor appointments, online shopping, or on social networks.
Content accessibility makes digital content available to as many people as possible. It refers to how companies structure their websites so that navigation is user-friendly and content is readable.
Digital accessibility requires companies to follow accessibility standards set by the World Wide Web Consortium (W3C). Organizations must also ensure their websites are compatible with assistive technology (AT)—such as screen readers, alternative keyboards or mouses, voice recognition software, or screen magnifiers.
The following are some examples of elements that make a website inaccessible:
Inconsistent layout (e.g., the navigation bar moves every time you change pages)
Poor color contrast
A website is not compatible with mobile devices.
Vague link anchor text (e.g., Click here to read more)
Videos do not include captions or transcripts.
A website uses color to convey information (e.g., website highlights errors in red)
A website contains multiple pop-ups or flashing images
Images do not include alt text.
Why does content accessibility matter?
By making digital content accessible, organizations can promote inclusion and enhance audience engagement. The following are some reasons why content accessibility is crucial.
Today, we conduct a large part of our daily lives online—such as paying bills, scheduling doctor appointments, online shopping, or on social networks. By making digital content accessible, organizations can promote inclusion and enhance audience engagement.
Ensures equal access for people with disabilities
Content accessibility ensures that those with disabilities can use and interact with websites. In its Guidance on Web Accessibility and the ADA, the US Department of Justice Civil Rights Division writes, “Inaccessible web content means people with disabilities are denied equal access to information. An inaccessible website can exclude people just as much as steps at an entrance to a physical location.”
Enhances the user experience
By focusing on digital accessibility, companies can ensure that all users have a positive content experience. A website that meets content accessibility requirements can benefit users with slow network connections or those using mobile devices.
It also encourages companies to produce content in various formats—allowing users to consume content in a way that suits their needs. For example, captioned videos can boost engagement if someone watches in a public place. Or an auditory learner may prefer to consume a podcast instead of a blog post.
Improves SEO
By following best practices for content accessibility, you can also improve your rankings on search engine result pages (SERPS). A well-structured website helps web crawlers understand the purpose of your content.
At the same time, people-first content and mobile-friendliness are essential pillars of Google’s 2022 Helpful Content update and its 2021 Page Experience update. With accessible content, companies can better meet these guidelines and boost visibility.
Meets laws and regulations
Over the last decade, several countries have made content accessibility a priority—including the European Union, the United States, Canada, and Australia.
In the United States, the Americans with Disabilities Act (ADA) and Section 508 of The Rehabilitation Act mandate that businesses and government agencies make websites accessible to people with disabilities.
States are also passing legislation with content accessibility in mind. California’s recent Consumer Privacy Act (CCPA) also includes language requiring websites to ensure privacy policies are “reasonably accessible to those with disabilities.”
Failure to adhere to accessibility standards not only excludes employees and customers. It can also lead to legal repercussions.
The four principles of content accessibility
World Wide Web Consortium (W3C) is an organization that partners with government agencies, businesses, and members of the public to develop standards for content accessibility. These international standards are called Web Content Accessibility Guidelines (WCAG).
WCAG 2.1 is the most recent version of accessibility standards. The document outlines four principles for content accessibility:
Perceivable: Users must be able to consume content using at least one of their senses.
Operable: Users must be able to control the user interface of each webpage.
Understandable: Users should be able to navigate your website with ease. Clear and readable content is also essential.
Robust: Websites and content must remain accessible even as technology changes.
Each principle has a set of guidelines and Success Criteria. Three levels of conformance define the Success Criteria.
Level A: The minimum measures an organization can take to be accessible.
Level AA: These Success Criteria are considered reasonably accessible.
Level AAA: The strictest measures an organization can take to be accessible.
Most laws and regulations mandate that companies meet any Success Criterion labeled AA to be compliant.
10 best practices for content accessibility
Whether creating a new blog post, video, or website, ensuring your content meets all the WCAG standards can feel overwhelming. Here are ten best practices to help you make your content as accessible as possible.
Make website accessibility a priority from the start: Consider accessibility features when creating a website or producing new content. It can be costly and time-consuming to implement accessibility features later on.
Your website and content should be well-structured: Organized websites and content make pages easier to navigate and process. Use descriptive page titles and identify and label page regions to make the webpage layout clear to users. Proper use of headings tags (H1, H2, H3) also helps structure pages and break down content.
Make your website accessible for keyboard-only users: People may rely on keyboards for various reasons. You can do several things to make your website more accessible for keyboard-only users.
Keyboard-only users won’t have access to a cursor as they would with a mouse. Implement an evident keyboard focus element so users know where they are on the site.
Ensure that all elements can be accessed using the tab key.
Add a “skip navigation” link to reduce the number of elements users must tab through.
Provide captions and transcripts: Ensure any video content has captions and transcripts to help those who may be hard of hearing or cannot access the sound.
Write meaningful alt text: Ensure each image has alt text to help those with visual impairments understand the content of an image. Use concise and descriptive language.
Image description:The National Park Service writes descriptive alt text when posting a picture on Twitter.
Use color with caution: Ensure the color contrast between the text and the background is high enough for individuals with low vision. Websites should also avoid using color to convey information. If you must use color, specify another identifying feature.
Image description:An example of an incorrect and correct way to use color from the Web Accessibility Initiative (WAI).
Provide ample time to engage with your website: If your content requires a pop-up, scrolling text, or presentation slides, ensure users have enough time to consume content. Users should also be able to pause any content.
Focus on readability: All content should be concise and easy to understand. Companies should target a 9th-grade reading level or below. Some ways to reduce complexity include:
Use active voice.
Break up large sections of text.
Use bulleted or numbered lists.
Avoiding jargon or slang. If you must use acronyms, spell them out.
Choose familiar words.
Write helpful error messages: Companies should write specific error messages to help users identify and correct any problems. For example, if a form submission is unsuccessful, websites should indicate which fields the user filled out incorrectly and why.
Publish an accessibility statement on your site: While companies should strive for the highest level of content accessibility, perfection is impossible. Businesses should publish an accessibility statement on their website, letting users know what steps they take to make their content accessible. Offer a place where users can provide feedback or suggestions.
Accessible Social has an effective Accessibility Statement and includes how to provide feedback or suggestions.
Make content accessibility a priority with GatherContent
To create a truly accessible user experience, companies must consider digital accessibility at every stage of the content creation process. But this can be challenging without the right tools in place.
This is where GatherContent can help. Our platform enables teams to create an accountable content workflow that improves content quality and ensures compliance.
Are you looking for more tips on content strategy? Sign up for our weekly newsletter with articles, webinars, free templates, and industry news.
But a study by WebAIM found that only 3.7% of the home pages of the top one million websites meet the Web Content Accessibility Guidelines (WCAG).
Content accessibility makes digital content available to as many people as possible. It refers to how companies structure their websites so that navigation is user-friendly and content is readable.
Digital accessibility requires companies to follow accessibility standards set by the World Wide Web Consortium (W3C). Organizations must also ensure their websites are compatible with assistive technology (AT)—such as screen readers, alternative keyboards or mouses, voice recognition software, or screen magnifiers.
The following are some examples of elements that make a website inaccessible:
Inconsistent layout (e.g., the navigation bar moves every time you change pages)
Poor color contrast
A website is not compatible with mobile devices.
Vague link anchor text (e.g., Click here to read more)
Videos do not include captions or transcripts.
A website uses color to convey information (e.g., website highlights errors in red)
A website contains multiple pop-ups or flashing images
Images do not include alt text.
Why does content accessibility matter?
By making digital content accessible, organizations can promote inclusion and enhance audience engagement. The following are some reasons why content accessibility is crucial.
Today, we conduct a large part of our daily lives online—such as paying bills, scheduling doctor appointments, online shopping, or on social networks. By making digital content accessible, organizations can promote inclusion and enhance audience engagement.
Ensures equal access for people with disabilities
Content accessibility ensures that those with disabilities can use and interact with websites. In its Guidance on Web Accessibility and the ADA, the US Department of Justice Civil Rights Division writes, “Inaccessible web content means people with disabilities are denied equal access to information. An inaccessible website can exclude people just as much as steps at an entrance to a physical location.”
Enhances the user experience
By focusing on digital accessibility, companies can ensure that all users have a positive content experience. A website that meets content accessibility requirements can benefit users with slow network connections or those using mobile devices.
It also encourages companies to produce content in various formats—allowing users to consume content in a way that suits their needs. For example, captioned videos can boost engagement if someone watches in a public place. Or an auditory learner may prefer to consume a podcast instead of a blog post.
Improves SEO
By following best practices for content accessibility, you can also improve your rankings on search engine result pages (SERPS). A well-structured website helps web crawlers understand the purpose of your content.
At the same time, people-first content and mobile-friendliness are essential pillars of Google’s 2022 Helpful Content update and its 2021 Page Experience update. With accessible content, companies can better meet these guidelines and boost visibility.
Meets laws and regulations
Over the last decade, several countries have made content accessibility a priority—including the European Union, the United States, Canada, and Australia.
In the United States, the Americans with Disabilities Act (ADA) and Section 508 of The Rehabilitation Act mandate that businesses and government agencies make websites accessible to people with disabilities.
States are also passing legislation with content accessibility in mind. California’s recent Consumer Privacy Act (CCPA) also includes language requiring websites to ensure privacy policies are “reasonably accessible to those with disabilities.”
Failure to adhere to accessibility standards not only excludes employees and customers. It can also lead to legal repercussions.
The four principles of content accessibility
World Wide Web Consortium (W3C) is an organization that partners with government agencies, businesses, and members of the public to develop standards for content accessibility. These international standards are called Web Content Accessibility Guidelines (WCAG).
WCAG 2.1 is the most recent version of accessibility standards. The document outlines four principles for content accessibility:
Perceivable: Users must be able to consume content using at least one of their senses.
Operable: Users must be able to control the user interface of each webpage.
Understandable: Users should be able to navigate your website with ease. Clear and readable content is also essential.
Robust: Websites and content must remain accessible even as technology changes.
Each principle has a set of guidelines and Success Criteria. Three levels of conformance define the Success Criteria.
Level A: The minimum measures an organization can take to be accessible.
Level AA: These Success Criteria are considered reasonably accessible.
Level AAA: The strictest measures an organization can take to be accessible.
Most laws and regulations mandate that companies meet any Success Criterion labeled AA to be compliant.
10 best practices for content accessibility
Whether creating a new blog post, video, or website, ensuring your content meets all the WCAG standards can feel overwhelming. Here are ten best practices to help you make your content as accessible as possible.
Make website accessibility a priority from the start: Consider accessibility features when creating a website or producing new content. It can be costly and time-consuming to implement accessibility features later on.
Your website and content should be well-structured: Organized websites and content make pages easier to navigate and process. Use descriptive page titles and identify and label page regions to make the webpage layout clear to users. Proper use of headings tags (H1, H2, H3) also helps structure pages and break down content.
Make your website accessible for keyboard-only users: People may rely on keyboards for various reasons. You can do several things to make your website more accessible for keyboard-only users.
Keyboard-only users won’t have access to a cursor as they would with a mouse. Implement an evident keyboard focus element so users know where they are on the site.
Ensure that all elements can be accessed using the tab key.
Add a “skip navigation” link to reduce the number of elements users must tab through.
Provide captions and transcripts: Ensure any video content has captions and transcripts to help those who may be hard of hearing or cannot access the sound.
Write meaningful alt text: Ensure each image has alt text to help those with visual impairments understand the content of an image. Use concise and descriptive language.
Image description:The National Park Service writes descriptive alt text when posting a picture on Twitter.
Use color with caution: Ensure the color contrast between the text and the background is high enough for individuals with low vision. Websites should also avoid using color to convey information. If you must use color, specify another identifying feature.
Image description:An example of an incorrect and correct way to use color from the Web Accessibility Initiative (WAI).
Provide ample time to engage with your website: If your content requires a pop-up, scrolling text, or presentation slides, ensure users have enough time to consume content. Users should also be able to pause any content.
Focus on readability: All content should be concise and easy to understand. Companies should target a 9th-grade reading level or below. Some ways to reduce complexity include:
Use active voice.
Break up large sections of text.
Use bulleted or numbered lists.
Avoiding jargon or slang. If you must use acronyms, spell them out.
Choose familiar words.
Write helpful error messages: Companies should write specific error messages to help users identify and correct any problems. For example, if a form submission is unsuccessful, websites should indicate which fields the user filled out incorrectly and why.
Publish an accessibility statement on your site: While companies should strive for the highest level of content accessibility, perfection is impossible. Businesses should publish an accessibility statement on their website, letting users know what steps they take to make their content accessible. Offer a place where users can provide feedback or suggestions.
Accessible Social has an effective Accessibility Statement and includes how to provide feedback or suggestions.
Make content accessibility a priority with GatherContent
To create a truly accessible user experience, companies must consider digital accessibility at every stage of the content creation process. But this can be challenging without the right tools in place.
This is where GatherContent can help. Our platform enables teams to create an accountable content workflow that improves content quality and ensures compliance.
Are you looking for more tips on content strategy? Sign up for our weekly newsletter with articles, webinars, free templates, and industry news.
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